Book Description

"Design globally, operate locally" is an empty wording unless you have the technology to do so. The unicist market segmentation technology provides the tools to design global markets and describe the local operational behavior of the global structure. This technology delivers the necessary tools to define the structural market segmentation to use in your market whether it is global or local. This book fosters the use of structural information on human anthropological behavior and translates it into hard, observable indicators. This book provides an essential and comprehensive approach to unicist market segmentation. It shows what is behind putting the "design globally, operate locally" concept into practice. Unicist natural (ontological) market segmentation is the integration of the drivers that influence buyers and consumers when deciding what to buy. The unicist market segmentation includes: -Conceptual Segmentation -Functional Segmentation -Psychological Segmentation -Lifestyle Segmentation The unicist ontology is a sub-product of the research on Unicist Anthropology and its application to Future Research. The research began in 1976 and the first applications of the Unicist Ontological Segmentations were to the marketing of credit cards in 1981 and to political marketing in 1987. This approach increases significantly the accuracy of market segmentation and the consequent marketing actions. This segmentation approach is necessary when dealing with innovation and differentiation. It is hygienic in the field of functional non-differentiated goods or services and commodities. It includes the unicist ontology of the consumer's behavior that has been researched to influence its nature.